Trust at the Core: Insights from the 2025 Experience Perspective Webcast

In a healthcare environment defined by rapid change and rising consumer expectations, one factor consistently rises above the rest: trust. The latest NRC Health webcast unpacked the 2025 Experience Perspective report, revealing that trust isn’t just a feel-good concept—it’s the backbone of loyalty, reputation, and long-term success.  

For healthcare leaders, the message was clear: trust must be built intentionally and strategically across every touchpoint. 

Co-authored by NRC Health’s Thought Leadership and Advisory Services team with support from The Governance Institute, the report breaks down trust into three foundational elements: reliability, competence, and respect.  

These are the building blocks of loyalty, positive word-of-mouth, and long-term relationships with both patients and employees. 

Watch the full webcast on demand here. 

Jennifer Baron, CPXP, NRC Health’s Chief Experience Officer, opened the conversation by highlighting that trust is the most important predictor of whether a patient will recommend a provider.  

It’s no longer just about clinical outcomes—it’s about how patients feel throughout their journey. 

“Trust is the most important predictor of likelihood to recommend scores,” Baron explained. “And what drives trust in the context of consumer, patient, and employee experience all fits very neatly within this framework of reliability, competence, and respect.” 

The webcast revealed that across all age groups, trust is consistently driven by: 

• Reliability: Do we follow through on what we promise? 
• Competence: Are we delivering safe, high-quality care? 
• Respect: Are we listening, engaging, and showing empathy? 

A core theme throughout the discussion was the integration of trust across every touchpoint—not just in clinical care, but in marketing, access, leadership, and even the physical environment.

Marketing as a Trust Bridge

Ryan Donahue, Strategic Advisor of Marketing, and Michelle Silva, Strategic Advisor of Consumer Experience, explored how marketing teams play a vital role in aligning expectations with actual experiences. When marketing messages reflect reality, they help bridge the gap between what consumers are promised and what they actually receive—fostering deeper trust.

Rethinking Access

Access to care isn’t just a logistical issue—it’s an emotional one. Whether it’s about the ease of making an appointment or the availability of virtual care, access is often the first and most influential trust touchpoint. Expanding digital solutions and forming partnerships with virtual health platforms are key strategies for meeting modern expectations.

Patient Experience as a Strategic Discipline

Experience teams are no longer just reactive problem-solvers—they’re strategic partners embedded throughout the organization. By owning and designing intentional experiences that center trust, these teams elevate patient experience to a core business priority.

Leading from the Frontlines

Ashley Nelson, MS, BSN, RN, Strategic Advisor of Nursing, spotlighted the importance of frontline leadership in shaping trust. Effective leaders must be more than clinically excellent—they must also be skilled communicators and culture-builders. Prioritization, leadership development, and two-way feedback loops are essential for empowering teams and elevating care.

Lessons from Pediatrics

Nelson also brought attention to the unique ways pediatric care builds trust—not just with young patients, but with their families. These practices offer valuable insights for adult-care systems aiming to strengthen relationships through empathy and engagement. 

As we head into 2025 and beyond, healthcare organizations have a clear mandate: make trust the foundation of experience strategy.  

From the first ad a patient sees to the last interaction they have with a care provider, every moment matters. 

Here’s how healthcare leaders can act on the insights shared during the webcast: 

• Elevate trust as a strategic priority by embedding reliability, competence, and respect into every layer of care delivery. 
• Align marketing and experience to ensure that expectations set are expectations met. 
• Reimagine access to include more virtual, flexible, and consumer-friendly options. 
• Invest in leadership development at the frontline to ensure a consistent, high-quality experience. 
• Prioritize environment and culture to reinforce trust through cleanliness, organization, and empathy. 

Missed the live event? Watch the full webcast here for more expert insights and practical strategies. 

Access your copy of the 2025 Experience Perspective to help your organization lead with trust and redefine what it means to deliver exceptional care.